Few destinations are as synonymous with luxury as Switzerland. Think Swiss and your thoughts may drift to gourmet chocolate and cheese, fancy watches, ski chalets, and maybe Roger Federer.
Or you might imagine the high cost of visiting. But while that may be a concern for potential tourists, a deterrent it is not, says Switzerland Tourism Head of Markets East Simon Bosshart.
When asked about the country’s affordability for travellers in an interview with Karryon in Sydney, Bosshart had the perfect response.
“Well, I’m not afraid of this question in Australia because Australia is also let’s say a premium destination,” he said, referring to Australia’s comparable costs.
“Switzerland is not a cheap destination. We always say you’re not travelling to Switzerland because of the price, but despite the price.”
According to Bosshart, what matters more than price is value, and Switzerland is a great-value destination.
“I mean, Switzerland is a destination not just because you want to go on a holiday but because you want to go to Switzerland,” he remarked.
While challenges remain for tourism in the country (as they do almost everywhere currently) like staff shortages in some hotels and air capacity through Asia, where airlines have been “cautious in rebuilding the air connections”, Bosshart is confident the Australian market can bounce back to almost pre-Covid levels soon.
For the Swiss, that means “perhaps already this [northern hemisphere] winter, but then really next summer”.
Before the pandemic, Australians averaged around 400,000 room nights per year in the central European nation.
Travel trade vital
Bosshart also acknowledged the importance of trade partners, particularly in Australia, where customers rely heavily on the support of tour operators and travel agents.
“So especially here … we are very strongly building on the cooperation with tour operators of course to make Switzerland visible and sellable,” he remarked.
“We missed the Australian market … and industry partners for two years. I mean, we tried to do as much as we could through this period, but now finally it’s open again and the message is to come as soon as possible and stay as long as you can in Switzerland.”
And if you’re coming from Australia, it’ll be more affordable than you may think.
See how Roger Federer is doing his part for tourism
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